Presentasjon ved Al Merschen (Myriad Marketing) under konferansesporet "Teknologi og nye medier". Konferanse "Fjord 2.0: Tematurisme for fremtiden", Bergen 24. - 25. november.
5. It costs six times
more money to get a
new client than
retain an existing
one.
6. This This
presentation presentation
will not... will...
• Give you every • Educate you on
answer basics
• Sell you any • Make you want
software to learn more
• Make you an • Challenge your
expert thinking
6
15. What is CRM?
Recognizing the Long
Term Value (LTV) of
customer relationships
and extending
communication beyond
advertising and sales
promotional messages.
15
29. PROBLEM:
Up to 40%
cancellation rate
between
reservation and
payment.
29
30. Online Travel Purchase
Process
• The average consumer makes 22 visits
to travel sites (not necessarily different
sites) before buying travel online.
• 15% don’t know where they’re going
when they start planning.
• 39% don’t know when they will be
traveling.
Source: Meskauskas, Jim. ”6 Keys to Vertical Ad Network Success.”
December 17, 2008. Via I-media connection e-newsletter. 30
36. To Create a Database...
You have to ask the
Questions
37. Case Study: Harrah’s Casino
• When guests check in at Harrah's Casinos,
they are given a casino card that acts like a credit
card that can be used for access to gaming rooms
and machines, the resort spa, restaurants etc.
• The casino gets a real-time history of where the
customer is spending his time.
• They can offer rewards or discounts and other
promotions based on those patterns.
• Can offer the incentives during the current stay or
as an inducement to gain repeat business.
Source: CRM Buyer 37
38. Tracking Customer Behavior
• Learn about customer
behavior so as to design
offers/product/marketing
• Find the common and the
different
• Record everything
Source: CRM Buyer 38
40. WARNING
Americans Bolder Overseas
• 59% are more adventurous than they
would be at home
• 91% are experimental in their choices of
local cuisine
• 76% make an effort to speak the local
language
• 58% alter their dress... to appear less
American
Source: TripAdvisor Survey, Hotel News Resource, May 2010 40
46. Coupons
• Grand Hyatt gives $150 Hotel Credits to
retain existing customers.
• Expedia gives travel coupons of $50
and $100 to retain existing customers.
• Ask what they want!
46
51. Club Med
• With 80 resorts worldwide, Club Med
rewards loyal guests with benefits:
– complimentary upgrades
– private resort transfers
– late checkout
– boutique and excursion discounts
• Free enrollment
51
53. Leaders Club
The Leading Hotels of The World
• Free Nights at the World’s Finest Hotels
• Early Check-In / Late Check-Out
• Preferential Treatment on a One-Category Upgrade
• Special rate privileges
• Invitations to Leaders Club events
• Access to one-of-a-kind specially created
experiences
• A unique welcome gift at each Leading Hotel
53
54. Star Alliance
The Star Alliance network provides a true end-
to-end service for frequent flyers to ensure a
convenient, smooth and efficient worldwide
travel experience.
• Faster and smoother transfers
• Frequent flyer programs
• Upgrades
• Awards
• Lounges
• Additional rewards of Gold and Silver status
54
57. REI
• More than 3.8 million active members
• $20: Lifetime membership
• Receive special
members-only offers
• New members receive
$100 off an REI
Adventure trip
57
58. Costco
• Over 500 locations
• Extremely loyal
members; renew their
membership at an 86%
renewal rate
• $50 - Business or Gold
Star (individual)
membership
• $100 - Executive
membership (earn 2%
annual reward)
58
61. Not All Vacations Are Created Equal
Milestone birthday 45%
Ever took
vacation to Milestone anniversary 37
celebrate a
life event. Wedding 35
!65
Family reunion 28
%
Graduation from high
19
school, college, etc.
Retirement 5
Bonus or raise in
5
compensation for my job
New job 3
Source: Portrait of American Travelers, Ypartnership, June 2010 61
62. Targeting Kids
• Children play an active role in
planning vacations in half of all
family travel households
• 9 out of 10 have a page
posted on Facebook
• 1 out of 4 has visited a blog to
seek or preview information
about a vacation destination or
travel service supplier
Source: Portrait of American Travelers, Ypartnership, July 2010 62
63. Targeting Kids
• Over $15 billion a year is spent on
advertising direct to children
• 55% of kids are successful at getting their
parents to buy what they want
• Developing a
separate website
for the kids
• They don’t travel alone
Source: National Survey, Center for a New American Dream, 2010 63
64. What’s the best way to
Reach Clients
(and prospective clients)
through Social Media
66. Monitoring Your Brand
• Monitoring your brand is the first step to knowing
what your customer (or potential customer) thinks:
– Facebook
– Twitter
– Youtube
– FourSquare
– TripAdvisor
– News Feeds
– The list goes on...
66
67. Nearly 1/3 of travelers are at least somewhat influenced by
comments from people in their online social network when
making travel purchase decisions
67
68. Effective Facebook Page
• Call To Action
• The purpose of your
custom landing tab
should always be
conversion of
visitors to your fans.
• Good practice to
remind people about
it the “Like” button.
68